An integrated program for attracting quality talent.

Employment Marketing

Today’s Agenda

• Introductions• Evolution of Yum’s Employment Brand• Discussion/Q&A

Where we started.

• First started thinking about “Employment Branding” in 2000

• Pepsi spin off 2 years earlier and our new company still lacking an “identity”

• Recognized need to build an ATS infrastructure• Get “in front” of internet recruiting• Support the staffing team• Position held by member of Staffing team

From the beginning…Infrastructure/Ops Product Development Packaging/Promotion Distribution Extensions Results/Summary

Scorecard

Question to ask: How can we use technology

to track, measure

and improve efficiencies?

What does the company have

to offer as an employer?

How to stimulate demand for

our company with qualified candidates?

How do we make people

aware of our company

and our openings?

How can we extend our

message to maximize

ROI?

How effective were we in meeting our

objectives?

2000 Applicant Tracking System (ATS)

Workforce Discovery insights

Tricon as large company

Campaign:Cool Jobs NowMaterials:Where in the World

brochureRecruitment adsVery limited career

websitesTeam member tests

TMP as partner

Newspaper ads

Internet partners and postings

Image advertising

In-store POP for brands

Career websites

Recruitment Established ATS infrastructure

Some ad consistency

Image Ads Career websites

Next few years

• Hired new Employment Branding Manager– Pure Marketing background

• New ad agency partnership• New web tools

– Staffinglink.kleier.com

• Began development of integrated campaign

A message that MEANS something!

• Imperative that our message:– Appeal to our target audience - external AND internal

candidates– Match the experience of our existing employees– An umbrella message that can maintain each brand’s unique

essence

• “One stop shopping” website• Designed to save our recruiters

and franchisees time and money • The tools they need to recruit

quality candidates• Print ads• Recruiting materials• Interview guides• Competitor links• Much more!

Standards and tools

Moving toward an integrated campaign

2002 Applicant Tracking SystemStaffingLink.com – EM Toolbox

Draw on Workforce Discovery insights to help position companyPositioning researchPosition Yum! as company that offers opportunity and great life

Campaign:Great Things Start Here.GTSH is unifying message platform with internal and external relevance.Est. brand standardsMaterials:Full message developmentLibrary of recruitment ads and POPInternet/e-mail toolsCareer Fair solutionsCareer Info KitRecruiting videoPromotional itemsApplications

Standard processes for staffing leaders so ad costs are low and message is consistentStaffing Leader EM booksMixed media campaigns in challenge marketsDirect sourcing toolsInternet partnershipsEmp Guide partnershipsTM POP for brands with updated cost effective ordering processFranchise Seminars

RecruitmentBenefitsNew Employee Handbook (LJS, A&W)Public Affairs materials – press kits, ads

Integrated employment marketing campaign development for Yum! and five brandsStandardized and cost-effective tools for staffing leaders and brands to use

2003 Applicant Tracking SystemStaffingLink.com – Ad Toolbox with fulfillmentEmployee Referral web site – complete with tracking & fulfillmentNew Yum! career site

Draw on Workforce Discovery insights for ongoing strategy alignmentDiversity friendly co.Employer brand begins to create pull demand to the company

Campaign:Great Things Start Here.Materials:Message refinementOngoing support of staffing leaders with ads, POP, Internet tools, turnkey solutions, etc.Yum! image campaignTargeted candidate relationship management (CRM) (e.g. diversity, by function)Team members tests

Streamlined processes for staffing leaders Package mixed media solutions for challenge marketsStaffing leaders and other HR leaders are evangelists for the employer brandTM POPInternal employee communications

RecruitmentEmployee ReferralMarketingBenefitsFacilitiesTrainingPDRestaurant ExcellenceDay-to-day employee communications

Integrated employment marketing campaign development for Yum! and five brandsStandardized and cost-effective tools for staffing leaders to useIncreased applicants from POP (qualified)Increased hires from Yum! website10% increase in Employee Referral hires

Today - An integrated campaign• Recruitment POP• Technology

– Yumcareers.com website– Internet posting campaign

• Print campaign– Image campaign – Classified ads

• Radio Advertising• Open houses• Public relations

– Career opportunity stories– Press ABOUT the campaign

• Partnerships– Local associations and community organizations

Apply

A brand new Pizza Hut restaurant is opening in Phoenix and so is your opportunity to work with friends, have fun and learn new skills that will last a life time. At this brand new (details about expanded concept), we’re now hiring team members and managers who will enjoy the flexibility of daytime and evening hours that work around your schedule. You’ll be part of a growing company where you can plan a future on your terms. So come to work at Pizza Hut, where you’ll discover that Great things Start with You!

New Store - New Opportunities

Start a new chapter en tú vida.

Gerentes Asistentes($23,000 - $30,000 per year)

Gerentes de Turno($7 - $10 per hour)

KFC is looking for Bilingual (English/Spanish) candidates with management experience for great opportunities to advance and build a future! Sound good? Then let’s get started.

Not JUST a “recruiting” message• The brand message needed to be versatile enough to be used not just

as a RECRUITING message, but eventually on every communication that touches an employee. For example:

– Benefits Packets

– Orientation Manuals

– Day-to-Day Communications

– Training Materials

– Development Materials

Communicating the brand message throughout the employment lifecycle

• Employment application

• Recruiting brochures/sell sheets

• In store point of purchase materials

• Image and recruitment advertising

• Internet job postings• Careers web sites:

yumcareers.com, staffinglink.com

• Onboarding welcome packet

• New hire benefits packet

• HRonline intranet site details C&B plans, HR policies and procedures

• IVR/Web benefits enrollment

• Educational C&B print and e-mail communications

• Targeted C&B campaigns

• HRonline intranet site• Targeted e-mails from

leadership• Broadcast voice-mails • Out-bound calling by

ESC (internal promotes)• Expanded ESC support

for org. changes

• Printed enrollment guides (Benefits, 401k, etc.)

• Training Courses, Development Materials

• Educational C&B print and e-mail communications

• Targeted C&B marketing campaigns in a variety of media

• Life event communications• Performance management

tools, print and online • Employee Service Center• HRonline intranet site• Lunch & Learns, Vendor

Showcases• Broadcast voicemails

OnboardingApplyOrg

ChangesWork

Changes to our organization structure• Employment Branding and Comp and Benefits Communication

combined into one department

• Now HR Communications Team

– Report to Public Affairs

– Dotted line to Chief People Officer

– Budgets still live in HR

– How’s that for confusing???

Next step in the evolution…

• An employment brand that differentiates our brands, invigorates employee pride and affects how they serve our customers – every day!

• International rollout

Employment Marketing

Employment Marketing

Campaign around employee pride

Employment Marketing

Going global!